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5 Ways to Increase Your Content Marketing ROI
A content marketing campaign can get expensive. You have to hire digital marketers, writers, graphic designers, and perhaps others to create a successful campaign. If your budget is a bit limited, or you simply want to get the most out of your money, here are five ways you can increase your content marketing ROI.
Produce Evergreen Content
Let’s say you’ve produced 15 amazing pieces of content. You’ve poured a lot of resources into the production. But the content was tied to a short-lived fad and three months later, it’s irrelevant.
This scenario is all too common in the content marketing world and you must avoid falling victim to it.
You should aim to produce evergreen content – the type of pieces that are just as potent two years from now as they are immediately following release. If your pieces are relevant for a few years or more, they’ll have a much better chance of achieving a big ROI.
Carefully Select Your Topics
If you don’t have the budget to undertake a huge content marketing campaign, you’ll have to get selective with your topics. You have to find out what your audience really cares about and use that information to guide your decision making.
Here are some ways to get this information:
Search Reddit and Quora to discover the most pressing questions in your niche.
Look at your competitors and determine which pieces of their content have been the most successful. No need to reinvent the wheel!
Don’t forget about your own customers! Your previous articles and social channels should have plenty of customer feedback. The answer for your next piece of content may be staring you right in the face.
Get Your SEO on Point
While paid advertising is an amazing way to attract an audience, it can get quickly get costly. Fortunately, there are free ways to get more eyeballs on your content.
Despite the proclamations that SEO is dead, it is in fact, alive and well.
Some of the lowest hanging fruit in SEO is internal linking and keyword research. By creating a logical internal linking structure, you can improve your rankings – not to mention, get your customers to read several pieces of your content in one sitting. And you can use keyword research to drive optimization of your existing content and guide future content decisions.
Build an Email List
You don’t want your customers to navigate to your site, read an article, and then have it left up to chance whether they come back. Better to take matters into your own hands by giving them a reason to join your email list.
The tried and true way to get people to opt into your email list is to create a lead magnet – usually a valuable guide – and offer it in exchange for their email address. This way, you can alert them when you’ve posted a new piece of content.
Just be careful not to overdo it – or you’ll be on the fast track to an unsubscribe. Only email your subscribers when you have something that is of value to them.
Repurpose Your Content
One of the easiest ways to multiply your content marketing efforts is to repurpose your content. Here are a few ways you can leverage your existing content across mediums.
Share bite-sized pieces of your content on social media. For example, turn excerpts of blog posts into Facebook posts. Or share statistics in tweets. You’ll want to adjust your strategy based on the platform.
Transform the content into a video. Part of your audience will respond more favorably to visual content than articles.
Turn one article into several. By expanding upon the content in each section of an existing article, you can multiply your initial effort.
The beauty of these recommendations is that they’re powerful on their own – but if you integrate all of them into your strategy, you can see incredible results.
The key is maximizing the impact of your best ideas. By doing that, you can give your customers exactly what they want while keeping your costs low.